A much anticipated shakeup for Finish Design House Marimekko has finally come to fruition after months of waiting. The originators of the iconic red and black poppy Unikko print first teased a denim collection back in February as part of its Fall/Winter 2024 runway presentation at Copenhagen Fashion Week and now, Marimekko Maridenim is finally here.

The first-ever denim collection comprises five colour washes and three fit types: wide leg, straight leg and the latest denim trend, barrel jeans. The brand considers the new offerings to be “a fresh canvas” for its prints and the first drop features two full Unikko looks. The print, designed by Maija Isola turns 60 years old this year and was replicated on the jeans with a laser-marking technique that uses heat instead of water to create the design on the denim surface.

Marimekko

The Maridenim collection was made to follow the Jeans Redesign guidelines by the Ellen MacArthur Foundation, which sets the industry standard for responsible denim production based on the tenants of a circular economy. The guidelines were developed with input from 80 experts across the fashion industry, academia and NGOs to encourage brands and manufacturers to create more durable and recyclable denim products. Each piece from the Marimekko denim collection is made with a 100% mono-material no-stretch cotton (80% organic, 20% recycled), minimal hardware, and removable buttons and rivets to improve recyclability. The finishes were also achieved without the use of stone washing.

“When we first started to think about denim, it felt as the most natural continuity to our existing lifestyle assortment – a hardworking wardrobe staple that can be dressed up with heels, mixed with stripes, tucked in with a shirt, or layered with prints,” says Creative Director Rebekka Bay of the new collection which she believes “will only get better with time.”

The full collection is available to shop now online and at select stores in Canada.

Marimekko

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